Rihanna is celebrating two decades in music and to mark the 20th anniversary, she launched an R20 campaign that bundles new merch, vinyl reissues and a series of commemorative drops aimed at fans and collectors.
On August 29, 2005 the then 17-year-old from Barbados released her debut album Music of the Sun and began a career that would grow into one of the most influential in pop culture.
In a personal Instagram message Rihanna thanked fans and reflected on the decision that set it all in motion.
What the R20 campaign includes
The R20 effort is built around nostalgia and collectability. Fans can pre-order an R20 vinyl box set that gathers Rihanna’s albums, alongside limited edition tees, hoodies and a collectible doll.
The campaign also rolled out timed drops and a streaming party to push listeners back through her catalog on the anniversary.
Merchandise and boxed set details appeared on her official store and were highlighted across music outlets covering the anniversary.
Fans had hoped that the anniversary might bring a surprise return to full album mode.
Rihanna has not announced a new studio album release date, though the pop star has kept a toe in music this year with soundtrack work and standalone releases tied to other projects.
While she has issued fresh tracks in 2025, the R20 activity so far focuses on archival celebration and merch, rather than a sudden album drop.
Industry commentators say the campaign keeps momentum alive while leaving room for any future music announcements.
Source: myjoyonline.com
